AUCKLAND, Today: A promotional shoot at Piha Beach for DHL Express NZ and Surf Life Saving New Zealand (SLSNZ) took an unexpected turn when off-duty lifeguards jumped into action for five real rescues, moments after filming wrapped.
The campaign, developed with creative communications agency Pead, aimed to raise awareness of five key beach safety messages ahead of summer. Instead, it became a live demonstration as lifeguards rescued swimmers caught in a rip.
Laura McKee, Head of Marketing and Communications at DHL, says the moment was a powerful reminder of why the partnership matters.
“Seeing our campaign come to life in such a visceral way was both humbling and affirming. It’s not often that your messaging is validated in real time – and in this case, it may have helped save lives. We’re incredibly proud to support Surf Life Saving NZ and the volunteers who show up, even when they’re off duty.”
Sara Cairney, Communications Manager at Surf Life Saving NZ, says the events at Piha brought the campaign’s purpose into sharp focus.
“This activation was always about education and prevention, but what unfolded at Piha was a stark reminder of the unpredictability of New Zealand’s coastline. It reinforced the urgency of our message and the value of our long-standing partnership with DHL.”
“Seeing our campaign come to life in such a visceral way was both humbling and affirming. It’s not often that your messaging is validated in real time – and in this case, it may have helped save lives.” – Laura McKee, Head of Marketing and Communications at DHL
As summer approaches, DHL and SLSNZ are reminding Kiwis that when it comes to the ocean, knowledge is power – and prevention saves lives.
The campaign centres around five key safety messages for beachgoers:
- Know how to float
- Find the safest place to swim
- If in doubt, stay out
- Take care of others
- Know how to get help
Last patrol season, Surf Lifeguards saved 624 lives, assisted nearly 900 people to safety, and carried out over 56,000 preventative actions, helping close to a million people enjoy the surf safely.
While drowning fatalities dropped to 72 last year, the lowest since 2018, 88% of those deaths were adults, proving that water safety is a message for everyone.
Surf Life Saving New Zealand is powered by volunteers and relies on support from partners like DHL to fund training, education, and equipment that keep our beaches safe.
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